Natural Balance, Inc.

What Natural Balance, Inc. does

Natural Balance, Inc. is a dietary supplement brand that formulates and sells herbal blends for general wellness. Its catalog is organized into six health categories—Cleanse, Mood, Mind, Bone & Joint, Women's Health, and Sleep/Lifestyle—and includes named products such as Happy Camper (mood), Happy Sleeper and Herbal Slumber (sleep), Super Ginkgo Biloba and Brain Pep (cognition), Super Flex Joint and Back Formulas (mobility), Thyadine (iodine/thyroid), AlkaMax (pH), Bloat-X (fluid balance), and Colon Clenz Ultra (cleansing). Pricing is per-unit in a roughly $11.79–$32.79 band.

The brand is owned and operated by NutraMarks, Inc., a subsidiary of the Nutraceutical Family of Brands, a diversified wellness conglomerate that also owns labels such as Solaray, Heritage Store, and Nature's Life. Natural Balance functions as a sub-brand within that portfolio, benefiting from a shared 60-Day Satisfaction Guarantee and common quality standards. Headquarters is at 222 S. Main Street, Salt Lake City, Utah, with operations primarily serving U.S. consumers.

Go-to-market is a hybrid DTC and retail model: direct sales run through naturalbalance.com (with subscription/recurring purchase capability), while distribution is broadened via Natural Grocers, Vitamin Shop, Amazon, iHerb, and Vitacost. Marketing leans on educational content through the "Natural Bites" blog and "Natural Notes" email newsletter, plus organic social on Facebook, Instagram, and Pinterest. There is no native mobile app, no API, and no disclosed AI/ML or proprietary technology layer beyond the botanical formulations themselves.

Name

Natural Balance, Inc.

Legal name

NutraMarks, Inc.

Website

https://naturalbalance.com/

Company type

Private

Operating status

Operating

Short description

Natural Balance is a U.S. dietary supplement brand selling a portfolio of herbal blends across mood, sleep, cognitive, joint, women's health, and cleansing categories through its own e-commerce site and major health-and-wellness retailers.

Ownership category

akta.pro rank

Product category

Herbal Dietary Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Herbal supplements
• Dietary supplements
• Mood support formulas
• Botanical wellness products
• Herbal sleep aids

Headquarters

HQ city

Castle Rock

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Direct E-commerce Sales: Revenue generated through direct sales to consumers via their own e-commerce website naturalbalance.com, offering products at various price points with subscription/recurring purchase options available.
2. Retail Distribution: Revenue through distribution partnerships with major health and wellness retailers including Natural Grocers, Vitamin Shop, Amazon, iHerb, and Vitacost. Products are sold through these third-party retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels4 records

Core offering

Natural Balance is a direct-to-consumer dietary supplement brand that sells proprietary herbal and botanical formulations across six health categories: Cleanse Support, Mood Support, Mind Care, Bone & Joint Health, Women's Health, and Sleep Support. Products are sold individually via the naturalbalance.com e-commerce site and through authorized retail partners, with subscription/recurring purchase options and a 60-day satisfaction guarantee.

Product overview

Natural Balance, Inc. is a direct-to-consumer dietary supplement brand offering a portfolio of herbal formulas and specialty wellness products organized into six health categories: Cleanse Support (Colon Clenz Ultra), Mood Support (Happy Camper, Kava Kava products), Mind Care (Super Ginkgo Biloba, Brain Pep), Bone & Joint Health (Super Flex Joint Formula, Super Flex Back Formula), Women's Health (Thyadine, AlkaMax), and Sleep Support (Happy Sleeper, Herbal Slumber). The company operates under parent company NutraMarks, Inc. and sells exclusively through its e-commerce platform and authorized retail partners including Natural Grocers, iHerb, Amazon, Vitamin Shoppe, and Vitacost. Products are sold as individual formulas with a 60-day satisfaction guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• Super Flex: Joint supplement collection including Super Flex Joint Formula and Super Flex Back Formula for targeted joint support and back support/flexibility.

Products and services

• Happy Camper | The Feel Good Herbal Formula

Quantifiable outcome

• One drop of Thyadine provides 100% daily value of iodine (150 mcg)
• +1 more outcomes

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Nutraceutical (NutraMarks, Inc.)coreStrategic or Co-development PartnerNatural Balance is owned and operated by NutraMarks, Inc., a subsidiary of Nutraceutical. The company is part of the broader Nutraceutical Family of Brands which includes numerous health and wellness brands. Natural Balance operates under the corporate umbrella providing shared resources, quality standards, and the 60-Day Satisfaction Guarantee program.

Scale indicators2 records

Recent moves1 record

Expansion highlights3 records

Broad incumbents

• Life Extension: Life Extension is a large, established supplement brand offering a broad health-and-wellness portfolio through its own DTC platform and select retail channels. While broader than Natural Balance's herbal focus, it competes for the same health-conscious consumer wallet across cognitive, joint, and women's health.

Direct peers

• Standard Process: Standard Process is a whole-food and herbal supplement brand with a practitioner channel focus and consumer wellness line spanning cleansing, joint, and women's health. Its category breadth and herbal ingredient approach overlap meaningfully with Natural Balance.
• Solaray: Solaray is a sibling brand within the Nutraceutical Family of Brands, also marketing vitamins and herbal supplements through DTC e-commerce and major US health retailers. As a fellow Nutraceutical portfolio brand, it shares distribution channels, quality standards, and customer base with Natural Balance.
• Himalaya Wellness: Himalaya Wellness offers herbal supplements across mood, cognitive, joint, and women's health categories with broad US retail distribution including Amazon and natural food stores. It is comparable to Natural Balance in product breadth, ingredient philosophy, and channel strategy.
• Herb Pharm: Herb Pharm specializes in liquid herbal extracts for mood, sleep, and immune support, sold through health food retailers and DTC. Its botanical-first positioning and similar price points put it in direct competition with Natural Balance's herbal blend portfolio.
• NOW Foods: NOW Foods is one of the largest natural products companies in the US, offering an extensive herbal supplement line sold through health food stores, Amazon, and its own DTC site. It competes with Natural Balance across virtually every wellness category with similar ingredient-driven positioning.
• Gaia Herbs: Gaia Herbs is a leading US herbal supplement brand offering liquid extracts, capsules, and powders for mood, sleep, and women's health through health food stores and DTC. It directly competes with Natural Balance across the same mood, sleep, and cleanse categories with similar botanical ingredient positioning.
• Nature's Way: Nature's Way is a major herbal and nutritional supplement brand distributed widely across US health food retailers and Amazon. Its portfolio overlaps Natural Balance's on herbal mood, sleep, and immune support, and it operates with a comparable multi-channel retail + DTC model.
• Pure Encapsulations: Pure Encapsulations is a practitioner-grade supplement brand covering cognitive, mood, joint, and women's health with strong DTC and professional channel presence. Its premium positioning on mood, cognitive, and women's health overlaps Natural Balance's portfolio.
• Nature's Life: Nature's Life is another Nutraceutical Family of Brands member focused on vitamins, herbs, and specialty supplements sold through health food stores and online. Its herbal positioning and shared corporate parent make it a structurally comparable peer to Natural Balance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Natural-Balance-107349575344749
• Instagraminstagram.com/naturalbalancebrand
• Pinterestpinterest.com/naturalbalancebrand

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Balance, Inc.